Are your entire website rankings have crashed?
Maybe you have won some page, while others have lost!
If you are losing your ranks or if you are already lost, then at least take a deep analysis of your website health.
If you take a deep look at your website online marketing strategy you see what you do well and what is not. How, you can find out losing point.
Google Evaluates Individual Pages:
Website ranking drop have different causes. However, recognizing these causes is now more difficult than ever.
Google evaluates pages more and more by page region. John Müller recently said again in the Webmaster Hangout 2.5.2017:
“So, for the most part we’ve moved more and more Individual sections of a page separately.”
These sections can be individual directories, topics or search intentions.
Only one of these may be affected by a ranking crash – and others will even win.
The larger a page is, the more important it is to take a closer look at the changes.
Then the causes of the changes for individual pages can be understood.
I will explain some approaches here, how you do that,
Analyze Individual Pages using Tools:
Collect data for advanced evaluations:
Export functions and Excel are the best friend of SEO. You should therefore make an export of all rankings before and after the crash, using Sistrix, Searchmetrics or a ranking tool of your choice. Then you will link these into Excel (via = VLOOKUP or PowerQuery,) and expand it to include anything that can be helpful.
Ranking changes even by Topic Areas:
Now all possibilities are open to you. I would like to suggest you a few perspectives, which will hopefully allow you an easier access.
- Approach: Examination depending on the search query
Whether the losses are related to a particular search intent can often be better evaluated by the keywords than by the page structure. For one of our customers, we were able to find that search queries containing a particular verb could even win over the rest. With the collected data, this can be evaluated with a simple pivot table:
On the basis of this finding it can be deduced that not everything is on the side, but some search requests are answered very well.
- Approach: Type by page type
Some time ago, we were analyzing the ranking changes for a customer with user-generated content. We could see that only categories and tags of a specific subject had lost: everyone had to do with health. This was not a fundamental problem, but merely the fact that the user-generated content was not trustworthy enough for these delicate subjects.
- Approach: Investigation compared to successful competitor
If there is a particularly successful competitor who is just passing through, it is also worthwhile to include his rankings in the analysis. Which search queries is the competitor better? In which areas can the competitor convince? Where can you check something, where would you rather stay true to your line? This evaluation can then look like this:
Take a close look!
As you can see, far from the tools you can gain many insights about your site and your rankings. It is not enough to have only the side as such in view. Changes that are good for a page range may be bad for the other. So you should understand your page in case of emergency in topics and clusters and take appropriate measures.
Draw Conclusions and Develop Strategy
If you have figured out exactly what happened, the question about the “why” is the most important. What could be the reasons that caused the pages to crash? The last step is to adapt your SEO strategy accordingly. How this can look is, of course, very different from case to case. But it helps to discuss these things with uninvolved third parties.
Ashish Sharma is a Key Account Manager, looking after Marketing Strategies and building new business tie ups at WeDigTech – Mobile App Development in India. Focused on helping enterprises StartUps from domestic to MNCs.